US: IZZE names SoBe founder as new chair

By just-drinks.com editorial team | 5 April 2006

US sparkling juice group IZZE Beverage Co. has made John Bello chairman of the company's board.

Bello was the founder and former CEO of beverage group SoBe and is also a partner with Sherbrooke Capital, the venture capital group that led a US$6.35m equity-financing round for IZZE in early 2005.

Bello said: "The timing is perfect for IZZE to solidify its leadership position in a changing marketplace that is demanding more healthful beverage alternatives.

"I feel my parallel experience with SoBe in creating and growing the healthy refreshment beverage category lends itself to a future win with IZZE. With its natural positioning as a healthy product, IZZE has the brand charisma and consumer passion that can help it rise above the clutter in a competitive and crowded beverage space."

Sectors: Soft drinks, Water